Hi Randy, There is a lot of good advice from many others here in the field of marketing.
The key is branding. It takes most people 6 or more times before they start to get comfortable or build trust with a brand. If the spacing is too far apart you lose that TOMA (top of mind awareness). My recommendations...
* Consistency is one of the keys, whether it is weekly or monthly * Where you advertise is another key. You want your ad to be with positive or at the very least neutral content, always! * Ads vs Sponsorships - Sponsorships can bring that 'feel good' feeling that then gets associated with your brand * Think the long game, solid branding can take time but is well worth it * Get on the inside of a network or community to become their 'go-to' * Micro target your primary market instead of spreading yourself too thin and wasting resources * Select a medium where you won't get lost, you want to be visible to each potential customer/client
Wishing you much success!
Business from Knoxville, TN
Answered on Apr 25th, 2019
Out of sight, out of mind. Don't hear it, don't know about it. Choose the media that your target demographics use most. If it's radio you'd want the station or stations that your potential customers listen to. But for TV it would be the shows that are favs of your potential audience. So, you would choose that station or stations. RATES ARE ALWAYS NEGOTIABLE. If you run into a hardball player ask for bonus ROS spots (run of station) between the hours your potentials watch OR listen. Don't forget the viewing and listening audience for Overnights. Lower rates during the 11p-5a slots. Its all about "who" you're trying to reach.
Thirty-second spots can be expensive particularly in prime time (TV) and drive time (radio) Run :10 or :15 spots if on radio or TV and negotiate a better rate for weekend fills during or around the shows your target/potential customers view.
You should get free TV production and radio production if you go direct with the station. Production and talent would be charged to any custom spots you bring to the media plus the agency fee for placing your ad schedule.
It's a minefield you have to navigate if you're new to buying ads for broadcast. Oh, and don't forget your local cable companies. That's where you'll probably find the best rates for production and placement in or around cable shows for local breaks.
I believe over 35 years of experience and 32 years in the restroom field. Repetition is the key to marketing. people seeing the same thing over and over again is so important. when you see a big company running the same ads on TV it's the same ad over and over again. if history teaches us anything the Japanese in World War II did the same thing to the prisoners of War. They play the same music day in and day out this is how our marketing System started.
Exponentially better. Do kids memorize their multiplication tables by looking at flash cards one time? Effective branding with TOMA takes consistency, frequency, time and affinity. And needs to be seen by the same people you are targeting- advertising frequency is measured on the receiving end.
The answer depends on type of advertising. Online should not have a break. If it's newspaper print ads you can run 3 weeks skip 1 week then run 3 weeks again to get same impact as constantly running. Similar for running radio 3 week on 1 week off... and you can choose Monday through Wednesday air times which are cheaper (only if you aren't looking for customers on Friday and Saturday.
then there's emails: once a month or once a week depending on your business.
Direct mail quarterly if you have a dynamic mail piece - one that people want to open. Not an envelope - a self mailer so they WILL see a message that will entice a hot prospect to open.
Marketing studies show you need to be seen/heard by your prospect 7 times before you've made an impression. If you have to long a gap between touch points you never reach a point of recognition with your prospect and it's wasted money. Consistent exposure builds recognition and retains it because customers are not always ready to purchase every time you get their attention. But building recognition and staying top of mind will give the optimum chance to be in front of them when they are ready. You'll have the opportunity over repeated touches to build brand confidence when message and images are targeted to that consumer.
In every type of advertising you have to have a call to action or you;re wasting your money.
Reach, Frequency, Consistency and Compelling message are the undisputable answers to any marketing campaign. That being said we have to temper this with your budget concerns. If there are peaks and valleys in your trades natural business cycles we can show you how to keep potential customers engaged. We have low-cost solutions for every marketing issue you face. Let us know what the actual issue is and we would love to talk about helping your business grow.
It is not a binary choice. Advertisers can message as one-offs or cluster ads. Depends on the marketing objectives of the advertiser. Trying different media approaches and monitoring the results is the path to more efficient and effective use of marketing dollars and energies.
As you know, advertising is a critical part of your business. Doing one thing at a time is a great way to track specific results; but doesn’t tell the whole story. If the call comes in and a gatekeeper turns them off, you’ve lost the lead. Once you take your name and branding out of the public eye, someone else steps in with a big brand broadcast. This could result in loss of market share. My recommendation... Keep branding within a budget all year around. Do special additional advertising for events, holiday sales, inventory clearance, employee recognition, customer appreciation and other peak seasons.
Advertising that is repetitive helps. Imprinted promo items "hang around" and help to keep you name and what you do "top of mind". Another good way to get new business is with referrals. And be sure to say thank you when you receive one!!!
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Answers (1-10)
Hi Randy, There is a lot of good advice from many others here in the field of marketing.
The key is branding. It takes most people 6 or more times before they start to get comfortable or build trust with a brand. If the spacing is too far apart you lose that TOMA (top of mind awareness). My recommendations...
* Consistency is one of the keys, whether it is weekly or monthly
* Where you advertise is another key. You want your ad to be with positive or at the very least neutral content, always!
* Ads vs Sponsorships - Sponsorships can bring that 'feel good' feeling that then gets associated with your brand
* Think the long game, solid branding can take time but is well worth it
* Get on the inside of a network or community to become their 'go-to'
* Micro target your primary market instead of spreading yourself too thin and wasting resources
* Select a medium where you won't get lost, you want to be visible to each potential customer/client
Wishing you much success!
Out of sight, out of mind. Don't hear it, don't know about it. Choose the media that your target demographics use most. If it's radio you'd want the station or stations that your potential customers listen to. But for TV it would be the shows that are favs of your potential audience. So, you would choose that station or stations. RATES ARE ALWAYS NEGOTIABLE. If you run into a hardball player ask for bonus ROS spots (run of station) between the hours your potentials watch OR listen. Don't forget the viewing and listening audience for Overnights. Lower rates during the 11p-5a slots. Its all about "who" you're trying to reach.
Thirty-second spots can be expensive particularly in prime time (TV) and drive time (radio) Run :10 or :15 spots if on radio or TV and negotiate a better rate for weekend fills during or around the shows your target/potential customers view.
You should get free TV production and radio production if you go direct with the station. Production and talent would be charged to any custom spots you bring to the media plus the agency fee for placing your ad schedule.
It's a minefield you have to navigate if you're new to buying ads for broadcast. Oh, and don't forget your local cable companies. That's where you'll probably find the best rates for production and placement in or around cable shows for local breaks.
Good Luck and don't be shy in asking for extras.
I believe over 35 years of experience and 32 years in the restroom field. Repetition is the key to marketing. people seeing the same thing over and over again is so important. when you see a big company running the same ads on TV it's the same ad over and over again. if history teaches us anything the Japanese in World War II did the same thing to the prisoners of War. They play the same music day in and day out this is how our marketing System started.
Exponentially better. Do kids memorize their multiplication tables by looking at flash cards one time? Effective branding with TOMA takes consistency, frequency, time and affinity. And needs to be seen by the same people you are targeting- advertising frequency is measured on the receiving end.
Break or no break, 3-7 impressions is key.
The answer depends on type of advertising. Online should not have a break. If it's newspaper print ads you can run 3 weeks skip 1 week then run 3 weeks again to get same impact as constantly running. Similar for running radio 3 week on 1 week off... and you can choose Monday through Wednesday air times which are cheaper (only if you aren't looking for customers on Friday and Saturday.
then there's emails: once a month or once a week depending on your business.
Direct mail quarterly if you have a dynamic mail piece - one that people want to open. Not an envelope - a self mailer so they WILL see a message that will entice a hot prospect to open.
Marketing studies show you need to be seen/heard by your prospect 7 times before you've made an impression. If you have to long a gap between touch points you never reach a point of recognition with your prospect and it's wasted money. Consistent exposure builds recognition and retains it because customers are not always ready to purchase every time you get their attention. But building recognition and staying top of mind will give the optimum chance to be in front of them when they are ready. You'll have the opportunity over repeated touches to build brand confidence when message and images are targeted to that consumer.
In every type of advertising you have to have a call to action or you;re wasting your money.
Reach, Frequency, Consistency and Compelling message are the undisputable answers to any marketing campaign. That being said we have to temper this with your budget concerns. If there are peaks and valleys in your trades natural business cycles we can show you how to keep potential customers engaged. We have low-cost solutions for every marketing issue you face. Let us know what the actual issue is and we would love to talk about helping your business grow.
It is not a binary choice. Advertisers can message as one-offs or cluster ads. Depends on the marketing objectives of the advertiser. Trying different media approaches and monitoring the results is the path to more efficient and effective use of marketing dollars and energies.
As you know, advertising is a critical part of your business. Doing one thing at a time is a great way to track specific results; but doesn’t tell the whole story. If the call comes in and a gatekeeper turns them off, you’ve lost the lead. Once you take your name and branding out of the public eye, someone else steps in with a big brand broadcast. This could result in loss of market share. My recommendation... Keep branding within a budget all year around. Do special additional advertising for events, holiday sales, inventory clearance, employee recognition, customer appreciation and other peak seasons.
Advertising that is repetitive helps. Imprinted promo items "hang around" and help to keep you name and what you do "top of mind". Another good way to get new business is with referrals. And be sure to say thank you when you receive one!!!